以下文章来源于观潮新消费 ，作者王叁 观潮新消费 . 激发国牌无限可能 健康化、功能性、个性化、情绪化是新消费产业的升级方向，西梅幸运地踩中了这些需求，是一次产业升级与消费升级的双向奔赴。 在西梅"蹿"红之前，"喷射战士"曾是个贬义词。 当每一次马桶上的无功而返，逐渐积攒起下单的冲动，一款健康无负担非处方的果汁适时出现，兼顾口感和功能性，一键开启肠胃清空系统重置的动感模 式，就构成了体验式消费的全部理由。而直播间里循环播放的话术和主播纤细的身材所带来的说服力，只是一款大单品迅速走红的锦上添花。 从一款水果，到功能性爆品的原材料， 西梅曾以零食的身份在货架上沉寂多年，直到健康饮食的风无差别地吹向每一种食材，口味不佳的减脂餐不是健康 饮食的标准答案，自由饮食之后的肠道通畅才是终极目标。 西梅果酱、西梅干、西梅糖、西梅汁、西梅酸奶……随着工艺的升级， 一个"西梅宇宙"迅速成型，产品设计师不再将西梅当成单纯的水果来看待，消费者 对于功效的追求也越来越"急功近利"。 图片来源： pexels 归根结底，当代年轻人表面上光鲜亮丽，但背地里却暗自便秘，有些粑粑憋在肠胃里，就像有些话只能憋在心里。 但钱能解决的问题终归不是大 ...

Core Insights - The health, functionality, personalization, and emotional aspects are the upgrade directions for the new consumption industry, with prunes successfully tapping into these demands, representing a dual advancement in both industry and consumer trends [1][34]. Industry Trends - The market for prune juice reached 4.5 billion yuan in 2023, showing a 15% year-on-year growth, and is expected to reach 6 billion yuan by 2025, with a compound annual growth rate of 12%, significantly outpacing the overall beverage industry's growth rate of 6% [11]. - The juice market had previously faced a decline, with retail sales dropping from 87.14 billion yuan in 2017 to 75.26 billion yuan in 2021, indicating a shift in consumer preferences towards healthier options [11][12]. - The trend towards health-oriented products has led to a rise in functional beverages, with 91.6% of consumers purchasing NFC juice for its functional benefits rather than taste [13]. Product Development - The "Prune Universe" has rapidly expanded with various products such as prune juice, dried prunes, and yogurt, reflecting a shift in consumer perception from prunes as a mere fruit to a functional ingredient [2][19]. - The introduction of new products has been significant, with a 454% increase in SKU numbers for prune-related beverages, indicating strong market interest and investment [16]. Consumer Behavior - Consumers are increasingly seeking products that prioritize health and functionality over traditional sugary drinks, with 73.5% of respondents in a survey indicating a preference for quality food and beverages [12]. - The narrative around prunes has shifted, with consumers sharing experiences of the product's effectiveness in addressing digestive issues, thus creating a community of potential customers [10][22]. Supply Chain and Production - The supply chain for prunes has improved significantly, with investments in modern agricultural practices and cold chain logistics enhancing the quality and availability of fresh prunes [29][30]. - The Xinjiang region is a major production area for prunes in China, with significant investments in processing facilities to support the growing demand for prune products [30][31]. Market Challenges - Despite the growth, the prune juice market faces challenges, including a recent trust crisis due to quality issues with certain products, highlighting the need for transparency and quality assurance in the industry [35][36].